Cannes Lions
FAHRENHEIT DDB, Lima / HOMECENTER / 2017
Overview
Entries
Credits
Description
Teletón requires the main characters of their spots to be real people. This is why in a small town of Peru, at 4200 m.a.s.l., we found a peasant called Justina and her son Guyin, a boy with disabilities. A real story of one of the many families that walk many kilometres every day to carry their children to a physical therapy hospital. An Andean story full of hope that we told at Huayno rhythm, a typical Andean musical genre, that accompanies Justina and Guyin along their walk through lagoons and mountains. The message: they need a closer hospital.
Execution
This spot was shot around Lares, Cusco - Peru, located at 4,200 m.a.s.l. The little town of Lares has a really cold weather and its rural geography hinders any type of land transportation in the area, this is why inhabitants have to walk for several kilometres to reach the closest city.
Outcome
In Peru, this spot was one of the 10 most viewed on YouTube in 2016, raising awareness among viewers and generating lots of comments about solidarity. With this, the main objective of the campaign was met, having people cooperating with Teletón for children with disabilities. As a result, we achieved a historic record of collection: US$ 3’336,381 (11’010,058 Nuevos Soles), 30% more than last year’s collection. Thus, and thanks to the cooperation of everybody, 2 new hospitals specialized in physical medicine were opened, for more Peruvians and closer to them
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